How to use LinkedIn to boost your media relations

Because waiting for journalists to come to you is no longer a strategy. Today, LinkedIn has become one of the most powerful playgrounds for spreading your news... and capturing the attention of the media.

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Why LinkedIn is a PR tool (and not just an HR tool)

LinkedIn is no longer just an HR showcase or a B2B channel. It is now a real social media, with its algorithms, its narratives, its viral effects. And in the world of ecological transition, where startups and innovations are flourishing at high speed, it is becoming a strategic area to establish your credibility.

According to LinkedIn, 61% of journalists use LinkedIn as a source of inspiration or intelligence on emerging players in their sector.

In short: if you don't talk about yourself on LinkedIn, someone else will — or worse, no one will.

The basics for a LinkedIn profile that attracts the press

Even before you think about content, your profile or your company page should inspire trust and legitimacy. Here are the key points to work on:

• Pro photo (avoid blurry logos or avatars)
• Visual banner clear, explicit about your mission
• Clear title + niche impact : “CEO of a circular economy startup” will have more effect than “Co-founder at X”
• Impactful summary : in 3 lines, say what you do, for whom, and why it matters
• Link to your site or recent press releases
• Up to date “Activity” section : journalists often consult it

💡 Tip: add your latest interviews, op-eds, or blog posts directly to the “Featured” section of the profile.

Publish the right content at the right time

Good LinkedIn content is no substitute for a press release. It precedes it, accompanies it or amplifies it.

What types of posts are of interest to journalists?

• Exclusive ads (fundraising, new products, partnerships)
• Behind the scenes of your startup : story of a failure, of a growth, of a launch
• Unpublished data (customer results, market figures, field feedback)
• Reactions to the news : your expert point of view on a political decision, a regulatory change
• Personal speeches : the more it is embodied, the more it is read

📊 Example: A climate startup supported by 425PPM published its feedback on its first fundraising (with key figures and lessons learned). Result? 38,000 views, 212 likes, 14 journalists in contact, 2 interviews in the national press.

Engaging with journalists (without being intrusive)

Have you identified the journalists who cover your sector? Follow them. Read their papers. Commenting. Interact. And above all: do it Without pitching right away.

The right actions:

• Commenting intelligently under their posts
• Share their articles with your point of view
• Subtly tag a journalist if your post bounces back on the subject
• Send a personalized message only if you have really relevant information to offer

🧠 Pro tip: If you contact them by DM, no link from the first message. A clear hook, useful information, and openness. Not a request.

Measuring the results of your LinkedIn PR strategy

Like any strategy, the use of LinkedIn for your PR must be evaluated:

• Visibility rate of your posts (over 5,000 views, you start to have an PR impact)
• Number of reactions from journalists (likes, comments, contact requests)
• Press releases who cite your posts or your analysis
• Inbound links from LinkedIn to your site or press release

🔍 Also to follow: the statistics of your business page if you relay your major ads there.

What 425PPM does for you (and why does it work)

Chez 425 PPM, we don't just write press releases. We design visibility strategies 360°, where LinkedIn becomes a relay as powerful as your traditional press relationships.

Concretely, we help you:

• Identify the right formats LinkedIn content for every news
• Prepare your speeches before broadcasting a CP
• Avoid missteps (self-promotion too visible, bad timing, too marketing posture)

And above all, we measure. Because what matters is not just visibility, but the quality of the connections generated with journalists, analysts, prescribers.

People Also Ask

How do I use LinkedIn for press relations?
By publishing high value-added content, by interacting with journalists, and by coordinating your actions with your press announcements.

What is the best time to post on LinkedIn?
During the week, between 8 am and 10 am or between 5 pm and 6 pm. Tuesday and Thursday are often the best performing days.

Do you need a business page or a personal profile?
Both! The personal profile embodies, the company page reassures and gives credibility.

Conclusion

LinkedIn is much more than a professional social network. It is a strategic lever for your visibility, your credibility, and your press relations. But you have to know how to use it methodically, sincerely and regularly.

Are you a climate startup, an impact company or an actor in the transition? You have things to say, to show, to shine. Don't let your competitors take up all the space. Talk loud, just talk, talk now.

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